Method and System for Providing Rewards to a Portable Computing Device at the Point of Sale

1. A method of providing rewards to a user comprising: a. storing a user profile in memory of a portable computing device, the user profile comprising (i) prior purchase history data comprising details of a plurality of transactions that have been previously executed by the user, and (ii) user data which may only be accessed by a merchant terminal if allowed by the user; and b. a merchant terminal interacting with the portable computing device by: (i) accessing the purchase history data from the portable computing device; (ii) analyzing the purchase history data in accordance with a scoring algorithm to provide a score that is indicative of the relative value of the user; (iii) accessing the user data from the portable computing device if allowed by the user; and (iv) providing the user with a reward in accordance with the (A) user's score as indicated by the scoring algorithm and (B) the user data allowed by the user to be accessed by the merchant terminal, wherein the merchant terminal provides relatively greater rewards to users that allow relatively more user data to be accessed by the merchant terminal and relatively lesser rewards to users that allow relatively less data be accessed by the merchant terminal.

2. The method of claim 1 wherein the scoring algorithm provides a low score if the user's prior purchase history indicates that the user has executed purchases of items with low margins.

3. The method of claim 1 wherein the scoring algorithm provides a high score if the user's prior purchase history indicates that the user has executed purchases of items with high margins.

4. The method of claim 1 wherein the reward provided to the user comprises a coupon, a rebate, a discount or reward points.

5. The method of claim 1 wherein the computing device is a smart card.

6. The method of claim 5 wherein the merchant terminal provides the user with a reward by uploading the reward into the memory of the smart card.

7. The method of claim 1 wherein the merchant terminal further interacts with the portable computing device by redeeming the reward provided to the user during a purchase transaction with a merchant.

8. The method of claim 7 wherein the reward is redeemed by presenting the computing device to a merchant terminal during the purchase transaction.

9. A reward system comprising: a. a portable computing device comprising memory, said memory storing a user profile comprising (i) prior purchase history data comprising details of a plurality of transactions that have been previously executed by the user, and (ii) user data which may only be accessed by a merchant terminal if allowed by the user; b. a merchant terminal programmed to interact with the portable computing device to (i) access the purchase history data from the portable computing device; (ii) analyze the purchase history data in accordance with a scoring algorithm to provide a score that is indicative of the relative value of the user; (iii) access the user data from the portable computing device if allowed by the user; and (iv) provide the user with a reward in accordance with (A) the user's score as indicated by the scoring algorithm and (B) the user data allowed by the user to be accessed by the merchant terminal, wherein the merchant terminal provides relatively greater rewards users that allow relatively more user data to accessed by the merchant terminal and relatively lesser rewards users that allow relatively less data to be accessed by the merchant terminal.

10. The reward system of claim 9 wherein the scoring algorithm provides a low score if the user's prior purchase history indicates that the user has executed purchases of items with low margins.

11. The reward system of claim 9 wherein the scoring algorithm provides a high score if the user's prior purchase history indicates that the user has executed purchases of items with high margins.

12. The reward system of claim 9 wherein the reward provided to the user comprises a coupon, a rebate, a discount or reward points.

13. The reward system of claim 9 wherein the portable computing device is a smart card.

14. The reward system of claim 13 wherein the merchant terminal provides the user with a reward by uploading the reward into the memory of the smart card.

15. The reward system of claim 9 wherein the merchant terminal is further programmed to redeem the reward provided to the user.